A linguistic Strategy Model Combined with Genetic Algorithms for Promotion Mix Choice

Integrated marketing communication (IMC) is an important process, through which a company will influence its target market. It´s true that there are many promotion tools for a company to choose, but a company usually has its own budget limit. So it´s impossible for a company to try every promotion tool to send its promotion messages. In this paper, we try to use a linguistic strategy model combined with genetic algorithms to choose the optimal promotion mix. Compared with the traditional selection of promotion tools, our strategy supporting model can predict the satisfaction degree of achieving the company´s objectives and bring up an optimum promotion mix.